Clabber Girl is a baking powder brand and a subsidiary of B&G Foods. The project involved migrating the brand's existing website to a new WordPress installation built on Elementor, completed while consulting with Digital Yalo as part of a broader B&G Foods digital initiative covering several of the company's consumer brands.
The migration included transferring all existing content from the legacy system to the new WordPress environment — product pages, recipe content, and supporting media assets. Data mapping was required to align legacy content structures with the WordPress content model, ensuring that recipes, product listings, and editorial content were correctly categorized and rendered in the new theme.
A custom Elementor theme was developed to reflect Clabber Girl's brand identity, with layout and styling choices suited to a consumer food product site where recipe photography and product presentation are central to the user experience. Elementor's component-based approach allowed the site to be built with reusable layout elements, enabling the client's team to manage content updates and create new pages without requiring custom development for each change.
The project ran concurrently with similar B&G Foods brand migrations handled by the Digital Yalo team, including Green Giant, Cream of Wheat, Durkee, and Wright's Liquid Smoke. Coordinating multiple brand builds in parallel required consistent theming conventions and technical standards across the portfolio while accommodating the distinct visual identity of each brand.
